Home					Schedule
Promotional Strategy (MKT 313)
MWF		10:00-10:50	K-112	3 cr.

Instructor:	Drew Martin, Ph.D.	Office Hours:	Tuesdays and Thursdays 8:00-9:30 am, Monday and Wednesdays 2:00-3:00, or by appointment
Telephone:	974-7553	Office:	K-255
Text:	Required: Advertising Promotion, 7e, by Terence A. Shimp. Dryden Press. Optional: Which Ad Pulled Best?, by Philip W. Burton. McGraw Hill.

Course Description:
	The role of promotion in an organization's communication processes from a theoretical and managerial perspective. Advertising, personal selling, and sales promotion are analyzed from the view of both the organization and its consumer groups. Prerequisites: MKT 310 and junior standing.
Course Objectives:
	The purpose of this course is to help the participants develop a general understanding of how goods, services, ideas, people, and organizations can be promoted. Upon successful completion of this class, course participants will have a working knowledge of the following.
	1.	To learn basic principles of communication theory;
	2.	To understand the unique capabilities of the primary components of the promotion mix - advertising, personal selling, sales promotion, and publicity;
	3.	To demonstrate the ability to apply marketing theory to actual situations;
	4.	To study the target market before making marketing-related decisions;
	5.	To be sensitive about the legal and ethical forces that affect promotion activities; and
	6.	To developed and organize information that could be used to develop a promotional strategy.
Measurements of Success:
1.	Tests - 30%
		Three equally weighted tests will be written for this course. Tests will be a combination of short answer and multiple choice questions. Questions will cover both assigned reading and lectures. Although the tests are not cumulative, the main themes will reoccur.
2.	Final Project -40%
		During the second week of the term, you will be asked to form teams consisting of three class members. Each "infusion team" will be responsible for developing a viral marketing campaign for a local product or organization. Groups will work together to write a 10- to 15-page promotional plan and to develop a short video advertisement that will be posted on YouTube (after receiving approval by the client organization). The final project will be due before 1:00 on December 15.
3.	Group Presentations - 10%
		Each student team will give a 10- to 15- minute presentation during the last two weeks of class. The expectation is that the presentations will be of professional quality. If the client organization cannot attend the in-class presentation, you may be required to make a second presentation at a different time. Note, I will be taking attendance during the in-class presentations.
4.	Participation/Preparation - 10%
		Course participants need to be prepared to discuss the assigned materials. If class attendance wanes or the instructor feels most students are not adequately prepared, unannounced quizzes will be given. For those students that are uncomfortable speaking during class, participation credit can be earned by sending comments or questions to the instructor prior to the day that the assigned topic is discussed in class.
5.	Individual Homework - 10%
		During the course segment about advertising effectiveness, course participants will be required to submit three, two-page analysis papers. Analyses will be collected on the days that the ads will be discussed in class (see schedule ).

Grading Scale:
	Based on the total number of points for the class, grades will be assigned on the following scale.
	A 93%+ A- 90-92% B+ 88-89% B 83-87% B- 80-82% C+ 78-79% C 73-77% C- 70-72% D 60-69% F Below 60%

Class Policies:
1.	The instructor reserves the right to modify any of the material in the Syllabus and Class Schedule with sufficient notice given to course participants.
2.	Each student is responsible for obtaining all handouts, announcements, and schedule changes.
3.	There are no provisions for make-up examinations or extra credit.
4.	Class starts on time. It is in your best interest to be punctual.
5.	Important class announcements may be communicated by e-mail. It is your responsibility to check your UHH e-mail account.

Note: Any student with a documented disability who would like to request accommodations should contact the University Disability Services Office - Campus Center, Room 311, 933-0816 (V), 933-3334 (TTY), shirachi@hawaii.edu - as early in the semester as possible.

IMPORTANT REMINDER: Students are responsible for submitting their own work. Students who cooperate on oral or written examinations or work without authorization share the responsibility for violation of academic principles and the students are subject to disciplinary action even when on of the students is not enrolled in the course where the violation occurred.